A website for GS1 Group needed to increase visibility of this Pasadena-based private security firm. A sleek layout combined with practical functions not only provides concise information about the security services offered by GS1 but also encourages more visitor engagement. Conditional (“if then else”) online forms were created to provide detailed and meaningful quote requests from prospective clients and employment applications for job seekers. The thoroughness of the quote requests assured that a follow-up sales call would not be necessary. That explicit assurance and the visitors choice to opt-out of sales calls actually encouraged more online inquiries and potential new business.